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Titre : |
How sustainability and sustainable practices, implemented by some luxury fashion brands, may have an impact (positive or negative) on French consumers' willingness to pay? |
Type de document : |
Mémoire |
Auteurs : |
Juliette FAURE, Auteur |
Année de publication : |
2021 |
Importance : |
31 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management MARQUE ; MODE ; CLIENT
|
Résumé : |
In recent years , sustainability has begun to emerge in the luxury fashion sector and sustainable practices are more and more exercised by the brands of the sector. But, are consumers really sensitive to these practices or do they not care at all? And if they are sensitive, is it more positive or negative? Are these practices valued, prized by consumers or, on the contrary, feared? This quantitative study was conducted to answer these questions and to find variables and factors that can explain the different attitudes, the different behaviors that consumers can have and their willingness to pay in relation to sustainability in the luxury fashion industry. The results of this study point out the actual sensitivity of French luxury consumers regarding sustainable practices performed by luxury fashion brands. This sensitivity is particularly positive for the practice of “local sourcing and production”, for all types of consumers. Then, consumers who are part of the Generation Z (youngest generation) are the only ones to have their willingness to pay for a product whose materials are animal-friendly, impacted positively.The study also has limits as it focuses on French luxury consumers and nationality could have an impact on the willingness to pay, of luxury consumers, for brands that exercise sustainable practices. Indeed,consumers of different nationalities, cultures and traditions can have a different willingness to pay regarding sustainability. |
Programme : |
MSc Luxury Marketing |
Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=539131 |
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